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The storygraph

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The storygraph: a cross channel visualization tool for storytelling ux research

The storygraph: a cross channel visualization tool for storytelling ux research

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  • 1. @rainwiz #storygraph lo storygraph a cross channel visualization tool for storytelling research Raffaele Boiano BETTER SOFTWARE 2013 @rainwiz #storygraph
  • 2. A intro B stories C maps D outro who’s this guy? and why’s he here? @rainwiz #storygraph
  • 3. Tutto iniziò il 5 giugno del 2006
  • 4. antropology ethnography applied anthropology business anthropology commercial ethnography ! cyberanthropolgy digital anthropology ! ! digital ethnography netnography
  • 5. Lost
  • 6. discipline concept of culture comparative method process concept of field fieldwork product put cultures in words textual strategies
  • 7. concept of culture concept of field textual strategies
  • 8. Back to the future
  • 9. Anthropology in crash
  • 10. Me in Fatih
  • 11. osservazione partecipante
  • 12. Bronislaw Malinowski
  • 13. Kitchen stories
  • 14. Ethnography as a toolbox
  • 15. #1 reactive observation observe people when you’re consciously operating a influence (spur) over them.
  • 16. #2 non reactive observation observe people when you’re not operating any influence (verbal, behavioural etc) over them.
  • 17. #3 immersion be in context, daily, and interact with people inside their own environment.
  • 18. #4 interview hermeneutic, narrative, in depth, looking for the other’s point of view towards the world.
  • 19. #5 artifact analysis collect products (text and other stuff) made by people you’re interested in.
  • 20. #6 performance using theathre, performance, profound gaming to create the context of a relation.
  • 21. #7 self documentation people have tools to create their own self representation. Diary, documentary, fiction etc.
  • 22. #8 storytelling ...let’s see what it means...
  • 23. A intro B stories C maps D outro @rainwiz #storygraph stories We all tell stories. It's one of the most natural ways to share information, as old as the human race.
  • 24. A intro B stories C maps D outro @rainwiz #storygraph una storia è l’insieme degli eventi descritti secondo una successione logica e cronologica un racconto è la forma del discorso con cui una certa storia viene raccontata una narrazione è l’atto attraverso cui una certa storia è concretamente veicolata da qualche attore verso un qualche pubblico
  • 25. A intro B stories C maps D outro @rainwiz #storygraph #1 as a shared space Julian Orr
  • 26. Talking about machines
  • 27. A intro B stories C maps D outro #2 as field data Jan Chipchase @rainwiz #storygraph
  • 28. Mobile Money
  • 29. A intro B stories C maps D outro #3 as tools Alberto Marradi @rainwiz #storygraph
  • 30. Talking about machines
  • 31. A intro B stories C maps D outro @rainwiz #storygraph a user story describes a piece of the user’s experience with a product or service (or both). ! You can find needs, thoughts, emotions, attitues, pain points in a story.
  • 32. A intro B stories C maps D outro @rainwiz #storygraph narrative interview it’s a setting which encourages and stimulates interviewees to tell a story about some significant event in the informants' life.
  • 33. 2012/219. Unjustified fear Profile Frank is a 47 year old accountant who lives in Rome, Italy. He considers himself a handy many, fixing the broken clock, or making house renovations. Frank is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Frank is also an avid fisherman. Frnk uses the computer at work. He’s comfortable using the computer and learned to use the Web for job-related research, and he uses the company's intranet on a regular basis throughout each workday. Personal data Age: 47 Sex: M Edication: High school Internet skill Experience: 6 years Activities: mail 6 social network h/w.: 15 Pc: Windows – IE8 Network: company LAN (ADSL) Frank is an hard worker. He reads on a newspaper that the government wants to raise the taxation of savings. He looks for informations on the corporate website but he can’t find any in-depth content. Afterwards he calls the contact center and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email but he doesn’t receive a rapid answer so after a while he sends a fake user feedback full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center in order to arrange an appointment at the nearest territorial retail office (face by face trust building). The storybook
  • 34. My company stories Stories happen only to those who are able to tell them The storybook
  • 35. A intro B stories C maps D outro maps what’s a map? @rainwiz #storygraph
  • 36. A intro B stories C maps D outro @rainwiz #storygraph Experience map [ik-speer-ee-ns map] n. A visual representation of the complete experience
  • 37. Adaptive Path - Rail Europe Experience Map
  • 38. Legowheel Experience Map
  • 39. Starbucks Experience Map
  • 40. Orange
  • 41. YU
  • 42. Linearization example
  • 43. A intro B stories 1 C maps D outro @rainwiz #storygraph 2 3
  • 44. A intro B stories C maps D outro @rainwiz #storygraph the storygraph how I learned to stop worrying and love the research
  • 45. A intro B stories C maps D outro so, let’s start from user needs
  • 46. A intro B stories C maps D outro and let’s continue with touchpoints
  • 47. MY COMPANY - STORYGRAPH Process Strategy LINE OF INTERNAL ACTION Operations owned digital media management Area social media management (earned media) press owned press staff training Write & produce editions Manage customer relation LINE OF VISIBILITY Content & knowledge base management Activity Design & development 24/7 selfservice Write post & manage interactions Send targeted messages Produce awareness video Tweet & relate Socialize contents & manage interactions Update professional network & projects activity & media relations Face to face relations & solutions 01 FONDAZIONE Enasarco Magazine Affrontare il cambiamento: la nuova sfida per il presente Agente: un lavoro che dà valore all’azienda Speciale convenzioni Soggiorni termali e climatici 2010 Touchpoints public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service A B C D E F G H I L M LINE OF USER INTERACTION 1. Core services 2. Send feedback 3. Discuss/Share 4. Ask for help 5. Networking 6. Discover news 7. Know in depth N Raffaele Boiano - rainwiz@rainwiz.com This work is licensed under a Creative Commons Attribution 3.0 Unported License This is a free culture license! Ideal suitable but not ideal unsuitable
  • 48. 2012/219. Unjustified fear Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise the taxation of savings. He looks for informations on the corporate website [A7] but he can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so after a while he sends a fake user feedback [B2] full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center [M4] in order to arrange an appointment at the nearest territorial retail office [N7] (face by face trust building). I6 A7 M4 B4 No trust B2 M4 N7
  • 49. 2012/219
  • 50. A intro B stories C maps D outro so what? che mi porto a casa? @rainwiz #storygraph
  • 51. A intro B stories C maps D outro @rainwiz #storygraph • identificare entry point ed exit point • assegnare a ciascun punto un segno emozionale dell’esperienza (iniziale e/o finale) (+/- 2) • ripensare la propria strategia di presenza digitale: inventare nuovi touchpoints, potenziare alcuni e depotenziare altri a tool for change management
  • 52. A intro B stories Export dello storygraph C maps D outro
  • 53. only happen to “Storieswho are able to tell those them. ” Paul Auster
  • 54. Grazie! Raffaele Boiano
 @rainwiz rainwiz@rainwiz.com Thanks to: ! Gianluca Brugnoli Andy Polaine Adaptive Path Steve Portigal
 Marcio Leibovitch
 Pinterest (multi channel UX)